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1、CUSTOMERRELATIONSHIPMANAGEMENTAs.univ.drd.MihaelaCorneliaPrejmereanLect.univ.dr.AlinaMihaelaDimaAcademyofEconomicStudies,BucharestAbstract:After17yearsofeconomicalandmarketdevelopment,Romaniancompaniesfaceanewchallenge:thetoughcompetitionfromtheEuropeanUnio
2、nandthebattleforthecustomers.TheRomanianenterpriseswillhavetolearnnotonlyhowtoattractcustomers,butalsohowtokeepthem.Marketingprogramsincludenowaspectsregardingcustomerorientation,relationshipmanagement,loyaltyandquality.Inthispaper,wewillfollowthemainaspect
3、s,characteristics,dimensionsandprocessesofCustomerRelationshipManagement,andwewillanalyzethechallengesthatthelocalcompanieswillhavetoface.ExamplesfromthefinancialservicesectorwillroundtheactualsituationoftheimplementationoftheCRMrulesandprinciplesinRomania.
4、Keywords:marketinginformationsystem;customerrelationshipmanagement;businessasset,customeracquisition;customerretention.1.IntroductionInthelastdecade,themajorityofthecompanieswerepreoccupiedwithproduction,recession,mergers,newtechnologiesandbusinessregulatio
5、n.Romania’saccessionintheEuropeanUnionwillbringmanyadvantagesforfurtherdevelopment,togetherwithmembershipinaCommonMarketwithcommonpoliciesonproductregulation,andfreedomofmovementforallthefourfactorsofproduction(goods,services,capitalandlabor).ThismeansthatR
6、omaniancompanieswillcompetewithothercompaniesfromtheEUdirectlyintheirhomemarket.Europeancompaniesaremoreflexibleandmobileandwillputahighpressureonthelocalcompaniesinordertoproducebetterproducts,launchbetteroffersandservicesandorientatemoretowardstheircustom
7、ers.Highrevenueequalsimportantcustomerisaclassicrulewhenthecompanyorganisesitscustomerpolicy.“Animportantcustomerbringsagrossamountofmoneyforourenterprise”hasbecomeareflexformanycompaniesabroadandperhapsinRomania,too.Butisthisalwaystrue,ordoweneedmoreinform
8、ationthanasimplefigurereportedattheendoftheyear?2.MarketinginformationsystemAwinningcompanyismoreproductiveinacquiringandretainingcustomers,toexpanditsclientele(Kotler,2003).Thiscompanyimprovesthevalue
